My unfiltered thoughts about content marketing
4 myths about it, why they're (mostly) wrong, and what to do instead.
At dinner a few nights ago with the CMO of a growing CPG company and a DTC founder and advisor, the topic of founder content came up.
Do you need founder content strategy? Should it be a focus?
The answer for both of them: no.
I will caveat this by saying that neither of their companies have founder-led content, and their companies were founded over a decade ago.
But, they acknowledged that as a new brand, founder content was useful to differentiate oneself.
It’s hard out there to ‘cut through to noise’, to use a cliched expression, and this is where founder-led content is seen as a shortcut.
One of my first articles that focused more on what I do as a brand consulting and my content marketing experience was about founder content strategy. But simultaneously, I more often than not advise not to make founder-led content the main focus.
I will caveat this that female founders are more frequently criticised and maligned than male founders, and are held to much higher standards.
Founder-led content is to share the story, personality and the WHY behind the brand.
Yes, founder-led content can get the message across faster, and do it in a way that is authentic and credible while building an emotional connection. But there are other ways to do it — and in fact, I would argue are necessary to do to create a coherent and consistent brand world.